Herbivore Botanicals is entering a new chapter. The cult-favorite clean beauty brand announced today that it’s headed to Ulta Beauty, marking a major milestone in its retail expansion. In addition, the brand is rolling out a new 15-piece body-care collection—its largest category expansion in years. The products will launch online at Ulta.com on December 21, followed by a nationwide rollout to more than 850 Ulta Beauty doors on December 28.
“Listening to our community has always been central to Herbivore, dating back to our Etsy days,” says Alex Kummerow, co-founder of Herbivore. (The brand got its start on the online marketplace in 2011.) “This launch feels like a return to that spirit. It also reflects what’s next for the brand: creating highly effective, plant-active formulas inspired by nature, while thoughtfully expanding to delight existing customers and new audiences alike.”
Despite the scale of the launch, Kummerow says the brand’s skincare-first DNA remains intact. “We’re not walking away from facial skin care,” he says. “With this launch, we wanted to extend the same Herbivore ethos—plant-powered, thoughtful formulations—into body care. We have products in our line, such as our Lapis Facial Oil, that our community has been using for over a decade, and I wanted to allow them to expand their beauty rituals and indulge in their favorite products head to toe.”
That community-driven demand played a key role in shaping the collection, says Kummerow. Fans have been asking for a body oil version of Lapis for years—or, more dramatically, for the chance to bathe in their favorite Herbivore scents. Now, they can.
That interest helped inform the sensorial direction of the body-care line. “Lapis Facial Oil contains Blue Tansy, which is the key ingredient that gives it its signature color, and is not only balancing for skin, but also deeply refreshing and balancing from a scent perspective,” Kummerow notes. “We dialed that up in the body formulas to deliver a full mind-body experience.”
“Because each format in the line was totally unique—soaks, body washes, oils all with different bases—we spent a lot of time adjusting the scent and ingredient profile until we nailed it,” Kummerow adds.
Consider this your reminder to set an alert for Sunday, December 21—when the products hit Ulta’s website. And our carts.
